The document discusses traditional and modern marketing practices. Traditional practices include segmentation, targeting, and positioning using mass media promotion and distribution. Modern practices are needed due to media fragmentation, customer apathy, brand disloyalty, changing social norms, and global competitors. Some modern practices discussed include product innovation, experiential marketing, differential pricing, one-to-one personalization, value-added services, and using unconventional brand personas. Examples of each practice are provided.

1. AMIT KUMAR LAL CHARU MORDERN MARKETING PRACTICES copyright @ hum

2. TRADITIONAL MARKETING MARKETING WHICH BASICALLY USES Segmenting Targeting Positioning Mass media promotion distribution As these marketing practices are losing their value hence its time for modern practices copyright @ hum

3. Why we need modern marketing Media fragmentation Customer apathy Brand disloyalty Changing social norms Internet Global competitors copyright @ hum

4. Mass media fragmentation There are so many TV channels and magazines due to which there is a clutter For this purpose marketer is going for---- Advertisement in dailies Television soap which are frequently watched During cricket matches copyright @ hum

5. internet Customers are using more search engines Even some of the sites like www.compareindia.com enable customers to compare various products from diverse manufactures. It’s use can be seen more in hotel and retail . copyright @ hum

6. Changing social norms Disposable income is increasing Working women are increasing nuclear family structure copyright @ hum

7. Global competitors Competitor is increasing day by day. Even companies like Ford and GE are fighting for the survival Sometimes the global competitors are not even physically present in the local markets Example Crossword in India is a book store chain giving competition to Amazon which is a online book store copyright @ hum

8. Modern marketing practices Product innovation Experiential marketing Differential pricing One to one personalization Value added services Use of unconventional brand persona Let us discuss in detail copyright @ hum

9. Product innovation Earlier product was introduced mainly by the product line extension and brand extension Now company goes for “ break through innovation” by Harvard professor Clayton Christensen examples Ipod by Apple Suv by Mahindra and Mahindra Setwet braked the shield of Brylcream copyright @ hum

10. Experiential marketing Today product differentiation is very difficult hence company goes for it in the manner in which customer experiences the offering that made the differentiator. Examples Marketer is selling the experience like automakers gives test drives Kingfisher’s special attraction to the customer at each interaction Sony sells their product through their Sony centre to maintain standard services copyright @ hum

11. Differential pricing This is new technique used by the marketer today Airtel uses different mobile tariff for different states Maruti Suzuki Swift comes in 6 variants Airlines charges high price in peak seasons and low prices at lean seasons International airline give 3 tier structure Economy Business Executive copyright @ hum

12. One on one personalization Basically it talks about one to one interaction Insurance companies do it very well with the help of the agents Even Amazon do it by seeing what customer have searched and then provide them the same type of searches Use of CRM is increasing Hdfc has preferred account for the premium customers copyright @ hum

13. Unconventional brand personae Let us discuss wid the examples Close up There target is youth As youth is not having the good image Close up depicts the youth as crazy and outlandish and hence it appeal to youth Musical track is also very attractive

14. More examples Titan Aamir khan as brand ambassdor Those who want distinct identity Those who want to stand out of the crowd Proctor and gamble has created a buzz market to connect to the youth through www.tremor.com

15. Value addition services These can be provided through Airlines has collabrated with so many hotels and amd car rental service company Yatra.com has cobranded with the barclays bank for credit card for travelling facilities It’s a win win situation